Nicole Hardt, Lead Art Director at C&A, on sustainable creative processes and thoughtful fashion, shooting in Tenerife, and reconnecting at UPDATE BERLIN
In her current role as lead art director at C&A, she brings all of this experience and her passion for sustainable fashion into her creative work. Sustainability is a theme that is deeply embedded in both her career and daily practice. C&A has been committed to sustainable processes for many years, pursuing ambitious goals such as reducing CO₂ emissions and increasing the use of sustainable materials. Another important step in C&A's sustainable approach is the decision to remove leather and newly plucked down from its range.
In addition to her creative work at C&A, Nicole stays engaged with the latest trends and challenges in the fashion world, working on projects that blend fashion with sustainability. Tenerife was chosen as the production location for the upcoming swimwear collection due to the island's unique location and diverse natural environment, which provide ideal conditions for the shoot.
The swimwear photographed in Tenerife by Jana GERBERDING c/o BIRD was crafted with LYCRA® XTRA LIFE™, making these pieces particularly durable – they withstand sun, heat, chlorine, and lotions and retain their shape up to 10 times longer. By using 20% recycled LYCRA® EcoMade fibers, we also contribute to a lower environmental impact without compromising on performance. For five years, C&A has been committed to raising awareness of breast cancer. Last year, it introduced post-operative bras, and now it’s taking this initiative a step further with the launch of two swimwear styles specifically designed for post-mastectomy needs. It’s more than just a collection – it’s a step forward in thoughtful fashion.
Sustainability is a central theme in your work at C&A. How do you integrate this theme into your creative process, and what role does it play in your daily work? Nicole: For me, sustainability is inextricably linked to the topic of quality—both professionally and personally. High-quality standards automatically mean a conscious and responsible use of resources, the promotion of ethical production conditions, recyclability, longevity, and, ultimately, the reduction of consumption. I try not to view sustainability as a rigid set of rules, but rather as an attitude that is organically integrated into the creative process, with the goal of creating products and content that are valuable, relevant, and sustainable.
Striving for quality is an extremely creative process that continually leads me to question existing standards, seek new solutions, and combine design with meaning. For me, it means balancing aesthetics and responsibility – whether through the choice of high-quality materials or timeless concepts that transcend fleeting trends.
What makes Tenerife so special for C&A as a production location, and what creative advantages does it offer you as an art director? Nicole: Tenerife offers ideal conditions as a production location. In addition to the year-round stable climate and easy accessibility from Germany, it’s above all the impressive variety of locations that make the island so special. From white and black sand beaches, volcanic landscapes, to urban settings – the range is extraordinary and allows for the creation of a wide variety of moods and visual worlds in one place. For me as an art director, this means maximum creative freedom: I can switch between nature, architecture, and urban backdrops in a very short space of time, without major logistical overhead.
Is there talent available locally, or did the entire team have to be flown in? Nicole: For this swimwear shoot, we worked together with a team from C&A, creatives from Berlin, and Tenerife. So, it’s all about the good mix.
We’re very excited to welcome Nicole and the C&A Creative Department in person again this year at UPDATE.
www.nicolehardt.com
www.canda.com
www.update.salon
CREDITS
Client Eva van Elst (Lead Brand & Fashion PR), Paule Ahicart Rosell (Corporate communication manager), Elena Schönherr (Fashion content manager)
Creative Director Cathy Boom
Producer Anne-Marei Heinrich
Styling Sebastiano Ragusa, Nora Chaskel (Assist.)
Hair & Make-up Jaime & Monique @ Pophouse
Location Alberto Perez Leandro
Model Hanna Juzon @ Mega Models & Tara @ Modelwerk
Photographer Jana Gerberding c/o BIRD PRODUCTION
Lead Art Director Nicole Hardt
Digi Operator Jonas Reichert
FEATURING: Nicole HardtBIRD PRODUCTION+1
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